IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
Not the Usual Suspects
So many of our rightsholder clients have been successful bringing in new sponsors by looking beyond the usual suspects.
One screen we use to identify new prospects is synergy with existing sponsors. For example, if a client has an official spirits company on board, it provides a hook to attract new dollars from complementary brands such as the Rose’s line of mixers from Dr Pepper Snapple Group. Include an activation overlay such as creating and promoting themed specialty cocktails, and you’re on your way.
Filed under: prospecting, selling, non-traditional categories